Digitalisation, gender diversity defining pharma play: Experts

Increasing digitalisation, which reflects a transformation from marketing skills based on bags and brochures, and gender diversity are new catalysts for the pharmaceutical industry, according to speakers at a summit on human resources (HR) here.
"Marketing teams and sales forces in pharmaceutical industry are increasingly deploying advanced analytics to understand prescribing behaviour and potential patient profiles; reflecting the transformation from bags and brochures to digitalisation.
"Pharmaceutical companies are valuing non-traditional skill sets," OPPI President and Sanofi India Managing Director Shailesh Ayyangar said at the annual HR summit today.
Organisation of Pharmaceutical Producers of India's (OPPI) summit deliberated on HR imperatives for sales force management.

"The important catalyst for change is this era of digitalisation, which has changed the way our customers (physicians) and patients source information.
"Multiple digital channels, including virtual reality, that can allow viewers to walk a mile in the shoes of someone living with dementia, for instance, are increasing the relevance of our contribution beyond our medicines and vaccines," Ayyangar said.

Young professionals from industries such as retail, telecom and other emerging sectors are more drawn to work in an industry that is transforming. Hence, it (pharma sector) is a great place to build careers while also contributing to humanity, he added.

T K Srirang, Group Head-Human Resources, ICICI Bank, in his address said, "The world is nebulous and changing. With the young nation of India becoming one of the fastest-growing economies, we are setting foot into a digital world.
"Automation is now a critical part of business models across sectors. There is an urgent need to invest in capacity and skilling of the workforce to adapt to the changes of tomorrow."
The summit also discussed the role of diversity.
Pharmaceutical firm are quietly metamorphosing from being male-dominated to developing a more inclusive culture with appreciation for better gender balance, Ayyangar said.

N S Rajan, Group Chief Human Resources Officer, Tata Group, said "in today's changing world we need to redefine processes and as HR professionals, we aim to reorient thinking, policies and structures."
Kanchana TK, Director General, OPPI, said, "any new HR intervention requires a clear strategic direction and strong focus from senior leadership. We see this happening right now in our industry.